The travel industry has always been a dynamic and competitive sector, often requiring brands to leverage creative strategies to stand out. Yet, over the last few years, it has faced some of its toughest challenges. The pandemic devastated the travel industry, forcing travel companies to reassess everything from marketing strategies to customer relations. In this new world, digital PR has become an essential tool for rebuilding trust, reigniting enthusiasm for travel, and connecting with potential travelers in more meaningful ways.
While many travel brands have long relied on traditional travel PR to boost visibility, digital PR has increasingly taken center stage due to its ability to directly engage with target audiences through platforms such as social media, influencer collaborations, content marketing, and SEO-driven strategies. In this op-ed, I will explore how digital PR can work as a powerful tool for successful travel campaigns, focusing on real-world examples and best practices that can help travel brands succeed in a rapidly changing landscape.
The Rise of Digital PR in the Travel Industry
The travel industry has always relied heavily on public relations to maintain a strong public image. For years, press releases, media relations, and traditional advertising were the primary methods for generating buzz around a destination, hotel, airline, or tour operator. However, as the digital era has progressed, travel brands have increasingly turned to digital PR to reach a wider, more engaged audience in innovative ways.
One of the key advantages of digital PR for the travel industry is the ability to tell compelling stories that resonate with travelers. With digital PR, travel brands have the opportunity to build more personalized relationships with their audiences. Instead of merely pushing out promotional content, digital PR allows travel brands to tell their stories in ways that speak directly to consumers’ interests, desires, and aspirations.
In particular, the rise of social media, the dominance of visual content, and the growing influence of influencers have created new ways for brands to connect with travelers and shape their perceptions. Digital PR allows for real-time interaction and feedback from travelers, making it easier to gauge public sentiment and respond accordingly. This has proven especially important in the wake of the pandemic, where consumer expectations of safety, flexibility, and unique experiences are higher than ever before.
The Power of Social Media in Travel PR Campaigns
Social media is one of the most powerful digital tools available for travel brands looking to engage with potential customers. The visual nature of platforms like Instagram, TikTok, and Pinterest makes them ideal for showcasing destinations, experiences, and the overall “vibe” of a particular brand. In a post-pandemic world, where people are eager to explore once again, social media serves as both a source of inspiration and a place to seek reassurance about safety, protocols, and overall experience.
One of the most successful examples of a travel PR campaign using social media is #TravelWithAloha by Hawaiian Airlines. This campaign exemplified how a destination-focused social media strategy can rejuvenate an industry and encourage travelers to engage emotionally with a brand. The campaign focused on promoting the island’s spirit of hospitality while addressing the real concerns travelers had about health and safety amid COVID-19.
Case Study: Hawaiian Airlines’ #TravelWithAloha Campaign
Hawaiian Airlines launched the #TravelWithAloha campaign in the midst of the pandemic, targeting travelers who were hesitant to return to travel due to safety concerns. Aiming to rebuild consumer confidence in both the brand and Hawaii as a destination, the campaign leveraged digital PR tools such as social media, influencer partnerships, and storytelling to convey its message of safety, tranquility, and warmth.
The campaign capitalized on the powerful emotional connection people have with Hawaii as an idyllic vacation spot, using visuals of stunning beaches, lush landscapes, and cultural experiences that the destination offers. Hawaiian Airlines combined beautiful imagery with content that highlighted its strict safety measures, such as pre-flight COVID-19 testing, enhanced cleaning procedures, and socially distant boarding processes.
In addition to social media content, the campaign featured influencer collaborations with travel bloggers and industry leaders. These influencers shared their experiences with flying during the pandemic, showcasing firsthand the safety measures implemented by the airline and how they were still able to enjoy a safe and memorable Hawaiian getaway. By partnering with trusted voices, the campaign was able to create authenticity and build credibility—two elements that are critical when convincing travelers to return to the skies.
Key Takeaways from the #TravelWithAloha Campaign:
- Transparency Builds Trust: By focusing on safety protocols and openly sharing what measures were in place, Hawaiian Airlines addressed traveler concerns head-on.
- Visual Storytelling Connects Emotionally: Stunning visuals of Hawaii played a crucial role in reigniting wanderlust in potential travelers.
- Influencers Amplify the Message: Collaborating with travel influencers who were trusted by their followers helped spread the message quickly and organically.
- Engagement is Key: The campaign didn’t just push out content; it encouraged user-generated content through the hashtag, allowing travelers to share their own #TravelWithAloha stories.
This digital PR strategy not only helped Hawaiian Airlines maintain its position in the market during uncertain times but also contributed to the overall recovery of tourism to Hawaii.
Influencer Marketing: A Gateway to Authenticity
Influencer marketing has become a central component of digital PR, especially in the travel industry, where trust and authenticity are paramount. As influencers continue to amass large, loyal followings, their ability to sway consumer decisions has grown exponentially. In the case of travel, influencers offer an authentic way for potential travelers to see real-life experiences, making it easier for them to envision themselves in similar situations.
An excellent example of influencer-driven travel PR success comes from VisitScotland’s #ScotlandIsNow Campaign. This campaign focused on celebrating the beauty of Scotland and promoting it as a world-class destination for diverse experiences, from outdoor adventures to urban explorations.
Case Study: VisitScotland’s #ScotlandIsNow Campaign
In 2018, VisitScotland launched its #ScotlandIsNow campaign to attract new visitors to the country by showcasing Scotland as an accessible, exciting, and dynamic place for travel. The campaign used influencers across various platforms to share content that highlighted Scotland’s rich history, stunning landscapes, and unique cultural experiences.
Rather than simply focusing on famous tourist spots, the campaign showcased lesser-known gems throughout Scotland, thus appealing to a wider audience of travelers looking for off-the-beaten-path destinations. The #ScotlandIsNow hashtag became a rallying cry for travel lovers and adventurers to share their own Scotland experiences, helping the campaign gain momentum and visibility.
By working with influencers from different regions, VisitScotland was able to expand the campaign’s reach. Each influencer shared their personal connection to the destination, further humanizing the brand. From luxury travel influencers to outdoor enthusiasts, the campaign featured a diverse range of voices that resonated with different types of travelers. This helped promote Scotland as not just a place to visit but as a destination that could offer something for everyone.
Key Takeaways from the #ScotlandIsNow Campaign:
- Leverage a Diverse Influencer Pool: Working with influencers from multiple niches (luxury, adventure, culture) allowed VisitScotland to appeal to a broad audience.
- Create Community-Driven Content: The hashtag encouraged users to share their own experiences, creating a sense of community and belonging around the destination.
- Authenticity Drives Engagement: By giving influencers creative freedom and emphasizing personal experiences, the campaign felt more authentic and relatable.
VisitScotland’s use of influencers allowed the campaign to break through the noise in the crowded travel market. The campaign continues to be a prime example of how travel brands can use influencer marketing to connect with new audiences while amplifying their message across digital channels.
Content Marketing and SEO: Driving Traffic and Building Authority
Content marketing is another powerful component of digital PR, especially for medium-sized travel brands that may not have the budget for large-scale advertising campaigns. Content marketing allows brands to build authority in their niche by providing valuable information to travelers and addressing their needs and concerns. Blogs, destination guides, and thought leadership articles are effective ways for travel brands to position themselves as experts in their field while attracting organic traffic through SEO optimization.
For example, Airbnb has used content marketing extensively to drive both traffic and engagement. The company produces destination guides, travel tips, and even host stories on its website, helping users plan their trips while building a deeper connection with the brand. By optimizing these pieces of content for SEO, Airbnb attracts organic search traffic from potential travelers researching destinations or seeking travel inspiration.
Similarly, Lonely Planet has been at the forefront of content-driven PR campaigns, producing high-quality travel guides, blog posts, and videos that not only promote destinations but also provide practical tips and advice. By creating valuable, shareable content, Lonely Planet has positioned itself as a trusted resource for travelers, ultimately driving both traffic and bookings.
3 Best Practices for Travel Content Marketing:
- Focus on Search Intent: Travel brands should focus on creating content that answers travelers’ questions, from “Where to go on a budget” to “What are the best experiences in [destination]?”
- Leverage Visual Content: With the rise of platforms like Instagram and Pinterest, visual content such as photos, infographics, and videos are key to attracting and retaining the attention of potential travelers.
- Optimize for SEO: A well-rounded content strategy includes SEO optimization to ensure that the right people find the content. Targeting long-tail keywords specific to the destination, type of travel, or experience can help increase organic traffic.
Data-Driven PR: Tracking Performance and Optimizing Campaigns
Data-driven PR is becoming an essential tool for measuring the effectiveness of travel campaigns and optimizing strategies in real time. By using tools like Google Analytics, social media insights, and email marketing metrics, travel brands can track which digital PR efforts are driving traffic, engagement, and ultimately conversions.
For example, using data to analyze which blog posts are driving the most organic traffic or which social media posts have the highest engagement can help travel brands adjust their PR efforts to focus on the most successful tactics. A data-driven approach ensures that PR campaigns are not only creative but also measurable and effective.
Conclusion: The Future of Digital PR in Travel
The travel industry has experienced a significant transformation in the past few years, and digital PR has become an indispensable tool for rebuilding and enhancing brand visibility. Successful digital PR campaigns in the travel sector emphasize storytelling, influencer engagement, social media interaction, content marketing, and data-driven optimization.
As the travel landscape continues to evolve, travel brands will need to remain flexible, creative, and authentic in their approach. Digital PR offers a unique opportunity for medium-sized travel brands to compete on a larger scale, leveraging innovative strategies to create a lasting emotional connection with travelers.
The future of travel PR is digital, and companies that embrace it fully will be the ones that shape the next chapter of the travel industry. By combining the power of digital tools with authentic, inspiring content, travel brands can continue to inspire, engage, and capture the attention of a new generation of travelers.
